Taiba has unveiled a new film, The Charm of Welcome, created in collaboration with Brand Lounge and production house electriclime°, and directed by award-winning filmmaker Dania Bdeir. The cinematic piece reflects Taiba’s ongoing transformation, marking a new chapter for the Saudi Arabian real estate and hospitality company. Moving beyond a focus on physical properties, Taiba is now emphasizing the creation of meaningful human experiences.
“Every hotel, residence, and destination becomes more than a physical space; it becomes an invitation to belong, to connect, and to feel the generosity of Saudi culture,” the campaign explains. Produced by electriclime° in Dubai, the film is helmed by Dania Bdeir, an award-winning and Oscar-shortlisted Lebanese filmmaker renowned for her poignant storytelling and visually compelling narratives. Her distinctive approach brings a rich, immersive quality to the project, capturing Taiba’s vision of connection, belonging, and cultural warmth.
